Yahoo! JAPAN Ads

Yahoo! JAPAN Ads Help

Glossary - Display Ads


It is the highest unit in the operation of Yahoo! JAPAN Ads. You can manage the preferences and account balance for each account. An account consists of three levels: campaign, ad group, keyword and ad.

Account balance

It is the amount of money paid to your account minus the click cost of advertising.

Account ID

A number that identifies your account. It will be automatically assigned when the account is created.
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Account name

Name of the account. The account name must be the same as the website owner (company name, trade name, etc.) that can be seen on the site that is displayed when the ad is clicked.


This is the advertisement text that is displayed on search results and content pages. It consists of a title, description, Destination URL, and Display URL.
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Ad distribution

The ad distribution of Display Ads (YDN) determines the conditions under which the ad is delivered.

Ad group

A management unit under a campaign. Ad groups include ads, targeting information and devices, bids, and more.

Ad Group ID

A number that identifies the ad group. It will be automatically assigned when the ad group is created.


A number that identifies the ad. It will be automatically assigned when the ad is created.

Ad position

The number of the position of your ad relative to other ads within displayed pages.

Ad test

By adding multiple ads and displaying them in rotation, it means verifying the effects of which ads were clicked more and sales were increased.

Ad type

It shows the device and number of characters of the ad. You can set this type when creating ads. You can check it on the list of ads view.

Admin access

One of account access role when using the Campaign Management Tool. A user can take all actions in the account. It enables you to manage account balance, create campaigns and ad groups, manage and edit users, and browse such information.

Age targeting

Sets age group of your audience to deliver ads.
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Application Account

An application account is necessary to use externally operated tools such as automatic bidding tools that are linked to the Yahoo! JAPAN Promotional Ads API.
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Audience category targeting

A targeting that lets you deliver ads to potential and actual customers. Ads are delivered to internet users with interest in specific categories, users with certain attributes, and user groups who are approaching major life events.
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Audience list

This is a list of users who want to deliver ads. By setting the created audience list to an ad group, you can deliver (or exclude) ads to the users included in the list.
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Audience list targeting

It is a function that can deliver (or exclude) advertisements to the users included in the list by using the audience list based on various types of data sources (audience sources).
By using this function, it is possible to deliver ads to users who visit the website, or to deliver advertisements using the created user list.
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Audience source

When creating an audience list, add advertiser's data source as the audience source. By using the data based on this audience source, you can create the audience list.

Authentication code

When you apply for Yahoo! JAPAN Ads, we will request you "phone number verification" for the purpose of confirming the actual existence of the customer. At that time, the code sent to short message services such as smartphones is the "authentication code". Authentication will be completed by entering this code on the screen displayed during the application procedure.

Auto bidding

A bidding method that automatically adjusts your bid to get as many conversions as possible while maintaining your bid target (tCPA).

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Automatic charge

Automatic Charge is a payment method that automatically withdraws a previously specified amount from a credit card whenever the account balance is low.

Average cost (day)

The average cost is based on the amount spent in the last three days.

Avg. CPM

The average cost for displaying your ad 1000 times

Avg. position

The average position of your ad relative to other ads within displayed pages.


This is the upper limit of the amount paid per click. Set between 1 JPY and 50,000 JPY.

Bid adjustment

It is a feature that can adjust the weight of your ad distribution by specifying the bid adjustment rate for the basic bid amount.
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Billing transaction detail

This is a report that allows you to view the information of deposits and withdrawals in your account. In Billing transaction details, you can check the data for the past 36 months, and you can also download as CSV.
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A unit that consists of one or more ad groups. You can set the budget and schedule in the campaign.

Campaign Editor

The Campaign Editor is an entry support tool that lets you edit Display Ads information offline and reflects these edits in the Campaign Management Tool.
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Campaign ID

A number to identify the campaign. It will be automatically assigned when the campaign is created.

Click through rate (CTR)

The ratio of clicks on the ad to the number of times the ad was viewed. Calculated by the number of clicks / number of impressions x 100.
For example, when your ad is viewed 100 times and has 25 clicks, your CTR will be 25%.


This is the ratio of results (conversions) such as product purchases and membership registration to the number of impressions (impressions) of advertisements. It is calculated by click rate (CTR) x conversion rate (CVR). For example, if your CTR is 1% and your CVR is 10%, your CTVR will be 0.1%.


Number of times displayed ad was clicked.


Actions that result in some kind of "results" such as product purchase, member registration, request for materials, and application installation by the user who clicks the ad and visits the site.

Conversion Analytics

It is a function to measure the number of conversions from the delivered ads (the number of user actions that have been closed, such as product purchases, member registrations, and material requests). By using this function, it is possible to verify information such as how much of an effect an ad is having.
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Conversion cost

Average cost per conversion.

Conversion group

A group of multiple conversion settings. Create by adding two or more conversion settings. You can select a conversion group as the conversion used to optimize auto bidding on a per-campaign basis.

Conversion rate (CVR)

The ratio of conversion amount that occurred to ad clicks.
Calculated as "number of conversions / number of clicks x 100."

Conversion setting

Settings for measuring conversions. Set the conversion type, purpose of conversion tracking, tracking period, etc. If you select "Web" as the conversion type, a conversion tag will be issued at the same time as the conversion settings are saved.

Conversion tag

Tags that are attached to conversion measurement pages such as purchase completion and registration completion pages.


A number of accomplishment (conversion) on the site, where users visited to the site by clicking an ad took an action such as purchasing a product, registering as a member, asking for materials, etc.


When you visit a website, it's a mechanism that remembers your usage history and entered information in your browser. When you access a page that supports cookies, the user information is saved in a specific file. Yahoo! JAPAN Ads uses cookie information to measure conversions. Cookies are stored for 90 days.


The charge generated by clicking.

Cost per click (CPC)

The cost of each click on a ad.

Cost Per Conv.

Cost required to acquire one conversion.
It can be calculated as follows.
Cost/Conversion count = Total cost ÷ Conversion count

CPA (Cost per acquisition)

It is the acquisition unit price per conversion.
It is calculated as "the cost / the number of conversions."

CPC (Cost per click)

The cost of each click on a ad.


The cost for 1000 impressions (ad displays).


A program that crawls websites and collects and stores texts, images, posted files, etc. In Yahoo! JAPAN Ads, we use crawlers to screen advertisers.
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It is a file format in which data is separated by commas (,). It is used for large-volume data entry/display such as import and download.

CTR (Click through rate)

The ratio of clicks on the ad to the number of times the ad was viewed. Calculated as "the number of clicks / number of impressions x 100."
For example, when your ad is viewed 100 times and has 25 clicks, your CTR will be 25%.

Custom parameter

Any character string such as identification information used for tracking. It can be set for campaigns, ad groups, and ads. The settings in the upper layer are also valid for the lower, but if the tracking URL is set in both the upper and the lower layers, the setting in the lower  has priority.

Daily Budget

The daily budget set for each campaign.
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The Dashboard is the screen that is displayed right after login to the Campaign Management Tool. You can check the information from Yahoo! JAPAN Ads.

Day of week/hours targeting

It is a function to deliver advs only to specific days and hours. When you set the day of the week/time zone, the advertisement will be delivered to the Internet users who are using the day/time zone.
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This shows the main text of an ad displayed on the ad page. A text about the product or service to be advertised, which is displayed together with the title and display URL.

Destination URL

URL of the landing page with ad click. Set when the destination URL format is selected.


Devices to which advertisements are delivered, such as PCs, smartphones, and tablets, are called devices.

Device targeting

This is a function to deliver ads by narrowing down devices, OS, carriers, etc. Available setting items differ depending on the campaign type and campaign goals.
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Display URL

The URL that is displayed as an ad along with the title and description.
When selected the destination URL format, it needs to be set by advertiser.
When the destination URL is long like "", you can set a short URL such as "".
When selected the final URL format, this URL is automatically generated with the final URL, it does not need to be set by advertiser.

Dynamic Ads for Display

"Dynamic Ads for Display automatically creates and delivers ads based on user’s behavioral property.
It can display various ads dynamically based on the interests and concerns of the browsing user.
This feature is available on [Tools] tab > [Item List] menu on the Campaign Management Tool."
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Edit role, User (Edit)

One of account access role when using the Campaign Management Tool. The user with this role can update, monitor, and manage the account.
You can change bids, edit campaigns and ad groups, and create and delete ads. This is the authority granted to users who manage campaigns and edit ads, etc.

Editorial Review

This is done to make sure whether the delivered ads comply with the Yahoo! JAPAN Ads Editorial Guidelines.
Ads and websites that you add are subject to be reviewed, and if they do not comply with the Editorial Guidelines, your ads will not be displayed.
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Estimated consumption tax

It is the amount of money to be stored in advance as the consumption tax for the click fee. The charge amount excluding consumption tax will be added to the account balance.
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Event type

When setting the targeting function based on the event information of the application, it is one of the condition types that can be set in the conditions of the target list to be targeted. For 'Event type' you can choose 'install' / 'product purchase'.
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It is a function to display a list of campaigns, ad groups, ads that meet specific conditions.
For example, you can set a threshold value for extracted data, display a list that is narrowed down (or lower) than that value, or narrow down to a specific campaign name or campaign ID.

Final URL

The URL of the page that will be displayed when the user clicks on the ad. Set when selected the final destination URL format.


The contact frequency per user for internet advertising.

Frequency cap

The maximum number of times an ad can be shown to a single user.
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Frequency control

It is a function to control the number of times the ad is displayed for one user.

Fund Transfer

To move prepayments between accounts managed by the same company, such as Search Ads account and Display Ads account.
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Gender targeting

It is a function to deliver ads by limiting the gender (male/female) of browsing users.
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Geographic targeting

Delivers ads to specific locations. When the target area is set, the ad will be delivered to the internet users who are searching in the relevant area or the internet users who are searching with the words related to the relevant area.
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Using templates to add or modify campaigns, ad groups, ads, etc. in bulk operation.


Number of times an ad was displayed When your ad appears four times, your impressions will be "4".

Invalid click rate

The ratio of invalid clicks to total clicks (total of invalid and valid clicks).
The invalid click rate is calculated by the following formula.
Invalid click rate (%) = Invalid click count ÷ Total click count (Invalid click count + Valid click count) x 100

Invalid clicks

Clicks that we determine to be malicious, such as clicks by known malicious programs, specific duplicate clicks, or other abnormal clicks. These are “invalid clicks” or “suspected invalid clicks” and are excluded from billing.

IP address

An identification number assigned to a computer connected to an IP network such as the Internet or LAN.
IP address is like an address or phone number on your network. Geographic targeting function of Yahoo! JAPAN Ads delivers ads based on multiple information such as account registration information on Yahoo! JAPAN and posted partner sites and IP address.

Item list

It is a file that contains product information (ID, product name, product details, etc.) used in Dynamic Ads for Display. Only one item list can be set per account.
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Landing page

The page displayed when an ad is clicked Destination URL.

Manual Charge

This is a method in which the advertiser checks the account balance and deposits with a credit card.

Monthly automatic charge

It is a function to automatically deposit the amount set by the customer on the first day of every month.
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Monthly billing statement

It is a report that displays the usage details for the previous month and earlier. The monthly billing statement can be printed and used as a receipt. You can check and print the monthly billing statement for the past 10 years.
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Official agency

Official agencies have solid knowledge, experience, and achievements of Yahoo! JAPAN Ads, and provide consultation, operation, and support that meet the needs of customers. By providing the latest information and tools, Yahoo! JAPAN support official agencies to make accurate proposals that capture the needs of advertisers.

Operation history

A history of account on and off operations, bidding price changes, and other operations performed in the Campaign Management Tool can be referenced.
You can specify periods to download.
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Partner sites

Websites where ads of Yahoo! JAPAN Ads are delivered. Partners differ between Search Ads and Display Ads. Please make sure the details on partners.

Pay per video view

You are charged only after 10 sec. have elapsed from the start of video ad playback. With video ads of less than 10 sec., you will be charged when the video is played the end.

Payment/refund/card information

It is a function that allows you to download deposit / refund details and credit card transaction details for all accounts in Search Ads and Display Ads.

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PDCA cycle

It is a business management term that is an acronym for "Plan-Execution (Do)-Verification (Check)-Improvement (Action)".
For example, in ad management, we will implement the PDCA cycle as follows.

  • Plan (P): Decide the target number for ad management, such as the number of conversions
  • Execution (D): Set multiple keywords and ads
  • Verification (C): Check indicators such as cost-per-click, click rate, conversion rate, quality index, etc.
  • Improvement (A): If the CPC is too high, review the keyword, and if the CTR is low, review the ad, etc., and change the settings on the Campaign Management Tool and the site contents based on the verification results.

Performance Report

This is a report to check various statistics such as campaigns, ad groups, ads, etc.
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Placement list

A list of websites (URLs) that deliver or exclude advertisements.

Placement targeting

It is a function for controlling the destination for ad distribution, by specifying the website targeted for distribution of the ad (or excluded from distribution).
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Read only role

One of account access role when using the Campaign Management Tool. A user can browse the information of the account. This is the access permission granted to users who browse performance such as reports and clicks, and the content posted on the website. You can’t add ads, set bid prices, etc. with this role.

Referrer URL

This is the URL of the web page that the user was browsing immediately before accessing the site where you installed the Site retargeting tag. By using Referrer URL, it is possible to deliver ads according to the route that the user visits the advertiser's site.

Refund Bank Account

Account information that is registered as an account to receive a refund if a refund occurs for the service you are using.
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Responsive (image)

One of ad types. Your ad layout and its elements will be dynamically optimized by the size of ad space on pages.


It refers to the cost effectiveness of advertising. The amount of sales generated from the ad expenses invested in a specific ad, calculated as (Sales amount ÷ Advertising cost x 100).
For example, when you invest 50,000 JPY in advertising costs and make 500,000 sales, ROAS is 1000%.


Return On Investment It is a measure of how much profit is generated against the cost of investment. It can be calculated by "profit ÷ cost x 100". The larger this number, the better the profit margin.

Search Ads

This is a service that places ads that are highly relevant to the searched keywords in the search results on Yahoo! JAPAN and other major affiliated sites.

Search keyword list

This is a list of keywords to which ads will be delivered when using search keyword targeting.
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Search keyword targeting

When a user who searched for a keyword in the past using various search functions of Yahoo! JAPAN visits a web page where Display Ads is delivered at another opportunity, the ad is delivered based on the search history of that keyword.
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Search query

Search term. A term that an Internet user types in a search box to search for information or products.

Site category targeting

It is used to deliver ads to sites (ad placement) belonging to specific categories. Sites that place ads (ad placement) can be classified by category, and ads can be delivered to internet users who are browsing the sites belonging to that category.
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Site retargeting

This is a type that displays Display Ads to users who have visited the advertiser's site in the past or who have similar behavior history to that user's behavior history.
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Site retargeting tag

A tag that is needed for using Site retargeting feature. By issuing from the Campaign management tool and installing it on the advertiser's site, the user's visit history can be accumulated in Target list.

Smartphone final URL

This item sets the URL of the page for smartphones when the page displayed when the user clicks the ad is different between the PC and smartphone.


A tag means a short word or phrase that is described on websites by a special notation and is used to make sense or classify the information. There are some tags, conversion tag that measures the number of achieved results such as product purchases and inquiries, site retargeting tag that deliver ads based on the user’s visit history to the website, etc. on Yahoo! JAPAN Ads.
There is a service called "Yahoo! JAPAN Tag Manager" that can manage those tags centrally.

Targeting feature

This is also a function to display ads to internet users who meet the specified conditions.
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Thanks page

This is the page that is displayed when a certain contract such as member registration or product/service purchase is reached.


It is a part of the ad displayed on the ad placement, and it is displayed on the beginning of the ad as a set with the description and display URL.

Tool access permission (Tool users)

A user who can access tools (the Campaign management tool for Yahoo! JAPAN Ads) used with Yahoo! JAPAN Business ID. When you use the Campaign management tool, you need any of Edit/Read-only permission of the account.

Tool administrator permission (Tool admin)

A user who own the permission of managing tools (the Campaign management tool for Yahoo! JAPAN Ads) used with Yahoo! JAPAN Business ID.
A user can edit, register payment information, and make payments to all accounts. Adding other tool users is also permitted. When this user has an Administrator permission and using our service in Japan, the user can register a bank account to receive refund.

Tracking URL

This item sets the URL for measuring advertising effectiveness when tracking. You can set it for your account, campaign, ad group, or ad. The settings in the upper layer are also valid for the lower layer, but if the tracking URL is set in both the upper and the lower layers, the setting in the lower has priority.


The address of a web page.

URL option

A generic term for tracking URL and custom parameter.

User (Tool users)

A user who can access tools (the Campaign management tool for Yahoo! JAPAN Ads) used with Yahoo! JAPAN Business ID.
Only tools that the administrator has given you access to can be used. When you use the Campaign management tool, you need any of Edit/Read-only permission of the account.

Viewable impressions

Viewable impressions are counted when your ad appears in the internet users' visible area.
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Yahoo! JAPAN Ads

This is a generic term for advertising services that place click-paying ads on the "search result page" or "content page" of various partner sites such as Yahoo! JAPAN. The main services include "Search Ads" and "Display Ads".

Yahoo! JAPAN business ID

It is an ID for using the services and tools for companies provided by Yahoo! JAPAN. For Yahoo! JAPAN Ads, you can also use your Yahoo! JAPAN Business ID to log in to the Campaign Management Tool.

Yahoo! JAPAN Business Manager

An ID issuance/management system for corporate customers. It has functions for managing the company-specific ID "Yahoo! JAPAN Business ID" and using the services and tools for companies within Yahoo! JAPAN.